The aim is to create an easily identifiable, streamlined brand for consumers across the sprawling health system, which offers services in seven states. “The new brand will help us raise awareness about the high-quality specialty and subspecialty care available through our clinical institutes,” said Mike Butler, Providence president of strategy and operations, in a press release. “In addition, it will help us recruit the biggest hearts and best minds into our organization.”
Providence was created in 2016 through the merger of Providence Health & Services and St. Joseph Health. The new brand will retain elements from both entities — the name “Providence,” which means divine guidance or care, and the logo of St. Joseph Health, which is a cross. Hospitals will keep their legacy names to ensure continuity for patients, while also bearing the Providence name and logo. The faith-based care network includes secular providers, like Seattle-based Swedish, which will keep their current brands.
Providence will begin rolling out the new brand next June at its hospitals in Southern California. The initiative will not change leadership or employment structures across the health system.
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